More easily understood as something akin to terroir, geographic ingredient branding emphasizes “pride of place,” which runs deep in cities like San Francisco and New York. “I saw this as a way to ‘brand’ the history, culture, personality and natural beauty of our city as a means to uniquely differentiate our local manufacturers,” says Dwight. “I coined the term ‘geographic ingredient branding’ as an emulation of successful technology ingredient branding campaigns such as ‘Intel Inside.’”